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We Were Serenaded by John Legend

In New York, and all for a good cause.
We Were Serenaded by John Legend In New York, and all for a good cause.

Belvedere has a new look and a new voice: John Legend’s. At the Apollo Theater in New York, we moved to the award-winning crooner’s songs as Belvedere introduced him as the brand ambassador for their fifth-anniversary collaboration with (RED) to end AIDS and #MaketheDifference. 

IMAGE Belvedere

During the private performance, John sang his hits Ordinary People, Tonight and Green Light, and debuted Love Me Now, a song from his latest album. Our fave from the night though was All of Me, of course.  

And in case you missed it, watch our Snapchat story of One Night for Life below:

As the brand ambassador for the Belvedere(RED) campaign, John collaborated with South African artist Esther Mahlangu for the bottle’s artwork, inspired by the campaign’s four values: security, support, change and unity. John, aside from his Grammy-winning chops, is also renowned for his personal advocacies and philanthropy, which has seen him working with numerous brands and non-profit organizations. Meanwhile, Esther Mahlangu, who comes from the Ndebele tribe of South Africa, has been celebrated for her striking geometric art that comes from a local painting tradition that’s handed down in the family only by and through women. 

IMAGE Belvedere

IMAGE Belvedere


IMAGE Belvedere


The limited-edition bottle will be available until December (in time for World AIDS Day), and 50% of its proceeds will go to the Global Fund to fight AIDS. Since 2011, Belvedere has already raised enough money to provide HIV-positive mothers life-saving ARV treatment that stops transmission of the disease to their babies. This latest campaign with John Legend will only help more of those afflicted, and will contribute to (RED)’s goal of seeing the first AIDS-free generation.